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Newsletter Publication Basics

Keep it Short, Simple, Direct.
Good writing can’t be replaced, even if your newsletter design is lacking in professional design or creativity.

Avoid passive voice and clichés.
Expressions such as “a good time was had by all” or “it was learned” are passive voice. Clichés include phrases like “as everyone knows,” or “too much of a good thing.”

Learn the basics about tyepsetting and appropriate fonts.
With regard to typefaces and fonts: more is definitely NOT better! Be consistent with headlines and sub-heads and pick a unifying font / typeface and size for the content/article text. Learn which typefaces are easiest on readers' eyes whether serif or sans-serif. Also learn about leading (the space between each line of type) and how to make your copy fit your newsletter design (while looking consistent and pleasing).

Learn how to balance and mix.
Photographs and artwork can enhance your newsletter. Reading straight text is like looking at an entirely gray page: boring. Learn about white space and include plenty of it — it allows the eye to rest and the reader to focus on what's important.

Don’t get too cute or overly fancy (or busy).
The main objective is that, after all your hard work, people read and enjoy your newsletter. Avoid colored ink for paragraph text — articles read best in black or dark blue. Use additional colors sparingly — in screen tints, drop caps, page numbers, headlines and other graphics repeated throughout the newsletter. Too much use of another color is distracting to the reader; an additional color for headlines should be complementary not opposite or too contrasting. Print your newsletter on an easy–to–read paper: bright white, off-white, sand, light gray, i.e., pale colors that don’t overwhelm the eye or compete with the newsletter design. Avoid bright or deep colors, red, green, blue, goldenrod, yellow, orange, astro-bright colors, patterns, etc. Glossy, uncoated or matte finishes are fine.

Learn about writing and editing style books.
The Associated Press Style Book, the Washington Post Desk Book on Style, the Chicago Manual of Style and The Elements of Style (Strunk & White) are well–known among journalists and many writers. Be sure ave someone detail-oriented closely proof–read and check your articles for grammar, spelling, punctuation, syntax, structure and clarity of meaning.

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